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Black Ads Matter: An Analysis Of Black Representation In Advertising., Elyssa Quinn Smith
Black Ads Matter: An Analysis Of Black Representation In Advertising., Elyssa Quinn Smith
Electronic Theses and Dissertations
During the summer of 2020 Black Lives Matter (BLM) became a rallying cry throughout the United States and the world. At that time, many individuals and organizations reflected on how they could better support the movement for equality, equity, and inclusion, but some of the results were ingenuine, perceived as virtue signaling or woke washing. In this thesis I explore the Black representation in advertising from three prominent car brands from both pre- and post-summer 2020. I analyze ads from Acura, Buick, and Lincoln to determine if they are synergistic and include multi-dimensional Black representation, criteria Burgess et al.’s (2020) …
When Humanity Meets Technology: Contemplating Neil Postman's Critique Of Advertising, Yingwen Wang
When Humanity Meets Technology: Contemplating Neil Postman's Critique Of Advertising, Yingwen Wang
Electronic Theses and Dissertations
This project aims to contemplate Postman’s critique of advertising and offer insights to understand Integrated Marketing Communication (IMC) in today’s mediated environment. As an essential component of IMC, the history of advertising demonstrates and documents that the medium of communication has an extensive influence on IMC practices. The concern about how communication media affect human perception, understanding, and behavior, resides within the central claim of the study of media ecology. Thus, this project investigates IMC through the lens of Postman’s media ecology perspectives, and argues that Postman’s prescient ideas provide both hope and constructive insights. Moreover, Postman’s thermostatic perspective, rooted …
The Real Winner Of The Second World War: Patriotic Consumption And The Formation Of A Society Of Spin, Jordan T. Thomas
The Real Winner Of The Second World War: Patriotic Consumption And The Formation Of A Society Of Spin, Jordan T. Thomas
Electronic Theses and Dissertations
The unique circumstances in the United States during the Second World War allowed for business to continue as usual on the home front. Advertisers, public relations experts, and big business all worked for the government to promote the war effort. For a period of time major companies in the United States were producing advertisements that persuaded citizens to support rationing, buy war bonds, hate the enemy, and keep their brand names in mind in the post-war years. Companies who supported the war effort had their brands connected with ideas of patriotism and enjoyed the success of brand loyal consumers in …
Community Newspapers In The Digital Age A Case Study: The Pass Christian, Mississippi Gazebo Gazette, Jace R. Ponder
Community Newspapers In The Digital Age A Case Study: The Pass Christian, Mississippi Gazebo Gazette, Jace R. Ponder
Electronic Theses and Dissertations
Print newspapers in the 21st century America exist in a diverse media landscape. Radio, television and online media all compete with newspapers to reach news consumers. With 24-hour cable news and the widespread adoption of the internet, information is available to viewers and readers anytime and anywhere. Much of that information is available free of charge. Traditionally, advertising revenue has carried the costs of print news production. But as the media pie gets cut smaller and smaller, that traditional model is failing to support print newspapers. In the five years since 2010, America has seen a net loss of 331 …
A Content Analysis Of Reliability In Advertising Content Analysis Studies., Weize Wang
A Content Analysis Of Reliability In Advertising Content Analysis Studies., Weize Wang
Electronic Theses and Dissertations
Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. …
Exploring The Lower Third: The Use, Innovations, And Future Of Snipes In The U.S. Television Industry., Aaron M. Sharp
Exploring The Lower Third: The Use, Innovations, And Future Of Snipes In The U.S. Television Industry., Aaron M. Sharp
Electronic Theses and Dissertations
Digital video recorders have given a growing number of viewers the ability to skip television commercials. In an effort to combat ad-skipping, television providers and advertisers are looking at ways to embed advertising into the video content; one way this can be accomplished is with graphic overlays known as snipes. Little is known about how content providers use snipes and what research they have conducted. This study is qualitative and uses long telephone interviews with 8 respondents from various cable television network and broadcast affiliate stations; examining the characteristics of innovation, as found in Rogers's (1995) diffussion of innovation theory. …
Exploring Brand Personality Through Archetypes., Candice Roberts
Exploring Brand Personality Through Archetypes., Candice Roberts
Electronic Theses and Dissertations
Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is the basis for an analysis measuring participant attitudes toward popular brands by matching them with …
Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue, Cristina Delgado
Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue, Cristina Delgado
Electronic Theses and Dissertations
Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during …
Internet Advertising: Are We Breaking Ground Or Moving Dirt?, Jaime Marshall
Internet Advertising: Are We Breaking Ground Or Moving Dirt?, Jaime Marshall
Electronic Theses and Dissertations
Seeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a replica of a popular music website, participants were exposed to the test banners on the site's homepage. Due to the limited number of click-throughs, the relationship between the independent variables and click-through could not be established. However, …